Understanding Your Audience: Macy’s Nail Polish Campaign Case Study
Updated: Jun 7, 2019
On Macy’s Weibo, we recently ran a campaign that was designed to engage and activate followers while building the brand’s social media presence. There was no holiday or promotion that was taking place, so our team combined our experience, creativity, and insight into the Chinese market to create something that could gain some serious traction.
We brainstormed for a while, but ultimately settled on a component of Chinese popular culture that gelled well with the Macy’s brand.
If you’ve ever been in China, one of the first things that you’ll notice is that a majority of the female populace have a certain affinity towards styling their nails, ranging from the muted to the extreme. The women that fell into this demographic likewise constituted a majority of Macy’s target audience. It was the perfect fit.
But what would the activation mechanism be?
In past marketing campaigns, we’ve seen a lot of success with having campaigns revolving around user submitted photographs. It’s a simple mechanism and had the potential to garner positive engagement in a short amount of time. Since we were focusing on nails, we thought that this method might prove to be even more fruitful as we’ve found that girls are a lot less intimidated by sharing photos of their nails versus photos of with their face in it. Followers shared their pictures of their painted nails using the hashtag #指醉今迷# (be fascinated with your nails today).
We viewed the photo sharing aspect of the campaign to be two pronged as it not only captured rich content but also provided a platform for fans to share their style and learn from their peers. We also published DIY nail art guides and ideas for our audience in order to maintain activity past the point of submitting a photo.
On top of this, we gave out one 8-pc and one 3-pc OPI nail care and nail art kits each week of the two week campaign. A lot of the participant expressed their interest in winning the photo-submission contest in large part due to this prize. It’s traditionally a wise tactic to give away a prize that resonates with the goal of the campaign and the activated fanbase.
From an analytic perspective, the results of the campaign were just what we expected. For a short campaign with no attached holiday or event and no KOLs, we achieved 833,000 reads, 1,334 discussions, and over 600 shared photos. It was a success, but more importantly it validated a lot of our hypothesis, which will create massive utility going forward with other campaigns.